To appeal to people who may not typically follow Olympic sports, Visa’s videos fuse the intersection of sports with other passions like gaming and music. For example, the U.K. series with swimmer Adam Peaty also explores his love for music.
Olympics, but make it luxury
Another fresh approach came from sponsor LVMH, the luxury group that owns brands including Louis Vuitton, Dior, Tiffany and Moët & Chandon.
Its jeweler, Chaumet, crafted the Olympic medals using original iron from the Eiffel Tower in Paris. LVMH designed the 1920s-inspired outfits for the 515 volunteers who will present the medals on trays covered in Louis Vuitton’s signature Damier canvas. The outfits to be worn by Team France for the opening ceremony were designed by Berluti, while trunks housing the medals and torches were also made by Vuitton.
As the first luxury sponsor of the Olympic and Paralympic Games, LVMH broke ground with “a quite subtle and elegant way of approaching sponsorship instead of signing a bunch of athletes,” said Alexander Kalchev, chief creative officer of DDB Paris. “It’s a holistic integration.”
Ravenscroft said LVMH’s approach to Olympics marketing is savvy because “what they’ve done is represent the crossover of different passions and give real cultural relevance.”
“They’re going to be present in every medal ceremony; it can’t be skipped,” he said. “They’re not part of the ad breaks. They are in the action.”
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